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Strategy Mapping of British Airways Assignment

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Added on  2021-02-05

Strategy Mapping of British Airways Assignment

   Added on 2021-02-05

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Week 1-Task 2: Strategy MappingPrepared by Group: Using British Airways (BA) as a case study, map the Corporate and Business LevelStrategies of the corporation. British Airways (BA) is the UK flag carrier. From 2007 to 2012, the airline suffered very stiffcompetition from rivals such as easyJet and Ryanair due to its low patronage of long-haulflights. In response to recession and increased competition occasioned by reduction in growthof household income, British Airways needed to make some changes to its operations, whichincluded maintaining strategic partnerships to sustain income from its long-haul flights, whileinvesting in low-cost carrier aircrafts for short-haul flights.Johnson, Scholes & Whittington (2017) described strategy as the direction and scope ofan organization over a long time which achieves advantage in a changing environmentthrough its configuration of resources and competences to fulfil stakeholderexpectations. The different levels of strategy comprise of corporate, business andfunctional, however the BA map will focus on corporate and business levels. The strategy map (figure 1) portrays how the British Airways (BA) has developedstrategies in relation to corporate and business levels. BA has tried to achieve its 5 keyobjectives which include: Airline of Choice - remain the top airline of choice for long haul premiumcustomsOutstanding Customer Service – deliver a top-quality service for passengers onall routes and classes of travel and improve online services Key Global City Growth - continue to expand its presence in key global citiesthrough airline partnershipsBuild on its Leading Position in London - maintain Heathrow Airport as a world-class hub and influence government policy and airport owners in continuedsupportMeet Customers' Needs - exploring the latest options and products to meetcustomer needs and improve margins through revenue streams
Strategy Mapping of British Airways Assignment_1
Figure 1: British Airways Strategy mapPERSPECTIVES AND OBJECTIVES1. Financiala. Put in initiatives to increase revenue from short-haul flights, whileb. Improve partnerships to sustain income from long-haul flightsc. Invest in low-cost carrier aircraftsd. Reduce cost from fuel by using eco-friendly aircraftse. Reduce hidden charges
Strategy Mapping of British Airways Assignment_2

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